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Medicaid & CHP Providers

Maternal child services


New Baby, New LifeSM

The New Baby, New LifeSM program is a comprehensive proactive case management and care coordination program for all expectant mothers and their newborns. It offers:

  • Individualized, one-on-one case management support for women at the highest risk.
  • Care coordination for moms who may need a little extra support.
  • Educational materials and information on community resources.
  • Incentives to keep up with prenatal and postpartum checkups and well-child visits after the baby is born.

This program helps identify pregnant women as early in their pregnancies as possible. Once pregnant members are identified, we act quickly to assess obstetrical risk and ensure appropriate levels of care and case management services to mitigate risk.

If you would like more information about the OB Case Management program or have a member who would benefit from case management, call the Case Management Department at 1-888-830-4300, Monday to Friday.

Case management:

1-888-830-4300

You and Your Baby in the NICU Program

For parents with infants admitted to the neonatal intensive care unit (NICU), we offer the You and Your Baby in the NICU program and a NICU Post-Traumatic Stress Disorder (NICU PTSD) program.

Parents receive education and support on how to be involved in the care of their babies, visit the NICU, interact with hospital care providers and prepare for discharge. We provide parents with an educa¬tional resource outlining successful strategies they may deploy to collaborate with the care team.

If you would like more information about these programs or have a patient who would benefit from case management, please call the Case Management Department at 1-888-830-4300, Monday to Friday.

Substance use disorders in pregnancy and neonatal abstinence syndrome

Substance use disorders (SUDs) are on the rise and are of particular concern in women of childbearing age who are or may become pregnant. OB providers have a unique opportunity to help break the pattern of opioid misuse, thus, avoiding health consequences for both mother and child. The first step in this practice is to identify, treat and refer to treat women who are using unhealthy substances. BlueCross BlueShield of Western New York is here to support providers, pregnant patients and their little ones on the way.

If you would like more information about the OB Case Management program or have a patient who would benefit from case management, call the Case Management Department at 1-888-830-4300, Monday to Friday.

My Advocate® program

As part of the New Baby, New LifeSM program, patients are offered the My Advocate® program. This program provides pregnant and postpartum women proactive, culturally appropriate outreach and education through Interactive Voice Response, smartphone application or website. Eligible members receive regular calls with tailored content from a voice personality (Mary Beth) or they may choose to access the program via a smartphone application or website. This program does not replace the high touch case management approach for high-risk pregnant women. However, it does serve as a supplementary tool to extend our health education reach.

Each automated My Advocate® communication gives the patient specific health care education in a warm, easy-to-understand fashion. Eligible patients receive regular messages with tailored content from Mary Beth, in English or Spanish. The topics include:

  • Obstetric high-risk screening.
  • Maternal and child health, including:
    • Prenatal care.
    • Postpartum care.
    • Well-baby care.

For more information visit My Advocate® .

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